Teaching concept

At Institute for Market-based Management ”Doing the right things“ and "Doing things right” are the secrets of successful management. This often means choosing from a multitude of possibilities with consequences only observable in the future. We offer the know-how for solving managerial decision problems in the area of market-based management by imparting specific knowledge (e.g. theories on consumer behavior, communication theory, decision theory) as well as by teaching how to apply quantitative methods and interpret the results.

Patronage

Prof. Dr. Manfred Schwaiger

Prof. Schwaiger is head of the Institute for Market-based Management at LMU Munich. He has published numerous articles, book chapters and case studies, and is a Member of the Editorial Review Boards of the Journal of Public Policy and Marketing (JPPM), the Journal of Advertising (JA), and the International Journal of Advertising (IJA). His current research inter-ests include corporate reputation management, return on marketing, management communi-cations, consumer behavior and market research. 

Prof. Schwaiger holds a PhD in Marketing from the University of Augsburg. He has long-standing experience as consultant, chairman of supervisory boards and board member of several German companies.

Lecturers

Sandra Baringhorst

Research Assistant and Doctoral Candidate;
Institute for Market-based Management at LMU Munich

Sandra, born 1988 in Dachau, is a research and teaching assistant at IMM. Sandra completed an apprenticeship as a hotel specialist and as a business economist and gained international working experience in the respective fields. Sandra further studied business administration and human resource education and management I at LMU Munich with majors in marketing & strategy and digital business. Before and during her studies, she worked in (online) marketing in the travel industry.

Louisa Weritz

Research Assistant and Doctoral Candidate;
Institute for Market-based Management at LMU Munich

Louisa, born 1993 in Münster, is a research and teaching assistant at IMM. She completed her bachelor's and master's degree in business administration at LMU Munich with majors in marketing & strategy. During her studies she gained practical experience as an intern at MAN Truck and Bus, Amazon SE and the Institute for Market-based Management (IMM).